DOCSLIB.ORG

Chapter 1 Introduction

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Chapter 1 Introduction CHAPTER 1 INTRODUCTION 1.1 Background of the Study Nowadays, in this globalization era, international trade has increased across the nations. With globalization, many products that made in different countries are available in the market and customers have a broad variety of choices to choose the products from local to foreign products. One of the products that apply country-of-origin is cosmetics. Cosmetics are divided into two, such as cosmetics for skincare which serves to treat and preserve the cleanliness of facial skin and cosmetic for makeup or decorative that functions to apply makeup and cover blemishes on the skin in order to get more attractive appearance and good psychologically effect, such as self-confidence. In Indonesia, recently there is a shift in using beauty products. Mitel market research institute notes stated that Korean cosmetics and skincare growth reached 5.8 percent every year since 2013 and beat the United States which is only 3.9 percent (Tirto.id, 2017). The trend of the use of beauty products is now no longer oriented to products that come from the West but began to shift to Asian products, especially South Korea. Some Korean brands have opened their stores in the shopping centers in Indonesia. Initially, Indonesian people only looked at makeup or decorative cosmetics, but now they realized that skin also need 1 2 maximum care. Korea as one of the countries that are popular for its various innovations in skincare products and trying to spread the positive benefits that arise in using skincare. Country-of-origin is a way for a firm to do international business. In international trade, the producers must label their products with the country-of- origin when products are delivered from one country to another country. Country- of-origin is usually considered to be a trait of a product that will lead to a perception of the product quality. Many governments realized the importance of the country’s image in helping local marketers to enter other markets (Devita & Agustini, 2019). Governments put the effort into developing and creating the image of their country. The role of country-of-origin is very important in influencing and evaluating a product. For consumers, country-of-origin information becomes a judgment in assessing brand association and brand image which is good as one of the basic considerations for making purchasing decisions. A brand is a product identity and every consumer may have a good or bad perception of a product because a brand as an object of the evaluation specifies the attitude of consumers towards a product (Tulipa & Muljani, 2015). A good image of the product will lead to a positive attitude against the product. On the contrary, a bad image of the product will lead to a negative attitude against the product. 3 One of the biggest producers of beauty products in Korea is the Amorepacific Group. Amorepacific Group is one of the companies that have a big influence on the South Korean cosmetics industry. The sales of Amorepacific Group in the first quarter of 2017 was reported KRW 1855.4 billion, up 5.5% every year. There are four brands from Amorepacific Group that are opened outlets in Indonesia such as Sulwhasoo, Laneige, Etude House, and Innisfree. According to Eunsan Jeong as director of the Amorepacific Group stated that Innisfree sales growth in the last three years (2017-2019) reaching 70% in Indonesia. Among these three Innisfree managed to grow around 50% - 70% in the last three years because Innisfree is a product that targets the mass market (Bisnis.com, 2019). The sales of cosmetics in Indonesia are currently showing an increase and expected to grow at 9 percent in 2019, and in 2018 reached around 50 trillion Rupiah (Kementrian Perindustrian, 2019). The indicator that underlies this growth rate is the increase of international and local cosmetic brands marketed in Indonesia because the local brands such as Fanbo, Wardah, Martha Tilaar, Mustika Ratu, and Viva have to compete with international brands coming from different countries to Indonesia. According to ZAP Beauty Index (2018), the most favorite beauty products from the survey of 17,889 Indonesian women are Korean beauty products (46 percent), followed by Indonesian products (34 percent), and Japanese products (21 4 percent). Based on this survey, Innisfree is one of the most favorite Korean skincare brands for Indonesian women. One factor that caused this is the Hallyu Wave or Korean Wave. According to Bae et al. (2017) Korean Wave content such asK-Pop and K-drama have a great influence on Korea’s national image to foreigners, and the improved national brand value is linked to the promotion of purchase of Korean products to abroad. The Korean Wave is influencing all industries. Especially, medical tourism (cosmetic), the cosmetics industry and beauty industry are directly affected by the Korean Wave. Innisfree is an international business because they export cosmetics products from Korea to other countries including Indonesia and label their products with “Made in Korea”. Before Innisfree opened their branches in Medan, their Marketing & PR Executive Innisfree Indonesia, Wulandari Fajarriani, conducted a survey on social media Innisfree through Instagram and it shows that people requested to open outlets in North Sumatra especially in Medan (Medanbisnisdaily.com, 2019). The presence of Innisfree in Medan is inseparable from the high level of customer enthusiasm for skincare and makeup products. Furthermore, it also makes easier for customers to get a range of skincare and makeup products of Innisfree. Even though Amorepacific Group has opened another outlet, but the sales decline 10% in 2018 (apgroup.com, 2018). This happened because Innisfree products that were sold in Indonesia are not as complete as in Korea and they 5 prefer to buy Innisfree through an online shop which costs much cheaper than buy it in-store. The Innisfree brand is slightly more expensive than other brands such as Nature Republic (beautynesia.id, 2018). Recently, some cosmetics products from this country of ginseng contain dangerous ingredients like heavy metals that can cause health problems such as skin irritation, headache, and cancer (Tribunnews.com, 2018). Hence, people’s assumptions about products that were originated from Korea have bad quality. According to Pulse News (2019), South Korea has been covered by worst-ever fine dust for a longer period of time and spread to Jeju Island which had relatively pristine air conditions because of Innisfree’s ingredients come from the nature of Jeju Island. This will make some people shift their decision to purchase products from Korea to Japan because Japan is known for producing high-quality skincare or cosmetic and often proven to have effective results after using it. The Japanese pharmaceutical industry is more stringent than Korea because Japanese beauty products should not be produced without research or evidence (Halodoc.com, 2018). Therefore, Japanese products are more difficult to be imitated than Korean products and it caused many fake products of Innisfree are spreading in the market. Besides country-of-origin factors, people also consider the brand. There are lots of new brands that emerge in the market. In Indonesia, there is a forum website which is https://forum.femaledaily.com/, that reviews about Innisfree 6 products. It is said that the price of Innisfree is expensive and only people from the middle-income class to the above class are willing to buy the products. Apart from price, customers also concern about the halal standards on Innisfree products because Innisfree still does not have halal certification which is important for cosmetics products because the majority of Indonesian people are Muslim. Therefore, the customer might be able to choose other brands besides Innisfree even though both brands came from the same country. Based on the background above, with the increasing of people in using Korean cosmetics in Medan and realizing the importance of country-of-origin and brand image for cosmetics products, the author interested to conduct a research of Innisfree with a title “The Influence of Country-of-Origin and Brand Image on Purchase Decision towards South Korean Cosmetic Innisfree in Medan”. 1.2 Problem Limitation The study focuses on the influence of country-of-origin and brand image on purchase decisions towards South Korean cosmetic Innisfree in Medan. The study would be done through the utilization of a questionnaire to the customers in Medan as a reference. The object of this research covers a considerable number of customers at Innisfree in Sun Plaza Medan and Deli Park Medan. 7 1.3 Problem Formulation Based on the topic regarding country-of-origin and brand image, it finds a problem faced in, as follows: 1. Does country-of-origin influence purchase decision of Innisfree’s consumers? 2. Does brand image influence purchase decision of Innisfree’s consumers? 3. Does country-of-origin and brand image influence purchase decision of Innisfree's products? 1.4 Objective of the Research The main objective of this research is to prove whether country-of-origin and brand image have an influence on South Korean cosmetic Innisfree. The completion of this research is also expected to result in a better understanding of how country-of-origin and brand image can influence a product. Therefore, the objectives of the research will focus on attaining the following objectives: 1. To identify the influence of country-of-origin towards purchase decisions of Innisfree’s consumers. 2. To identify the influence of brand image towards purchase decisions of Innisfree’s consumers. 3. To identify the influence of country-of-origin and brand image towards purchase decisions of Innisfree’s consumers. 8 1.5 Benefit of the Research The benefit of conducting the research are as follows: 1.5.1 Theoretical Benefit With the results of this study, it is expected to provide a contribution to further research in order to develop knowledge in general and the field of country- of-origin and brand image in particular.
Load more

Recommended publications
  • The Impact of 'Korean Wave'on Young Indonesian Females and Indonesian Culture in Jabodetabek Area
    THE IMPACT OF ‘KOREAN WAVE’ ON YOUNG INDONESIAN. Putri And Reese THE IMPACT OF ‘KOREAN WAVE’ ON YOUNG INDONESIAN FEMALES AND INDONESIAN CULTURE IN JABODETABEK AREA Vandani Kencana Putri Matthias Reese Swiss German University, Tangerang, Indonesia Swiss German University, Tangerang, Indonesia Email: [email protected] Email: [email protected] Popular culture ‘Korean Wave’ has been reaching out all over the world since the year 2000 with the phenomenon intriguing people’s interests towards Korean culture and products. In fact, some Abstract people already prefer Korean culture and products to those from their own country. It is inevitable in Indonesia, too, where most of its K-Wave-enthusiasts are teenage to adult females. With this in mind, there is a possibility that Indonesian culture might eventually vanish in those individuals. Thus, this quantitative research focuses on Indonesian female K-Wavers between 15 and 30 years old who are living in the Jabodetabek area, and investigates their main medium of Korean Wave consumption and whether Korean Wave has an impact on individuals and on Indonesian culture itself. The results based on the data of 251 respondents show that internet is the main medium of Korean Wave consumption in the Jabodetabek area. Furthermore, the results injdicate that the Korean Wave does significantly impact Indonesian female K-Wavers in several aspects, but an impact of the Korean Wave on Indonesian culture could not be found. 35 BUSINESS AND MANAGEMENT STUDIES JOURNAL c MARC 2016 . VOL. 3 . NO.2 I. Background pop music (or K-Pop) also made a major contribution for the geographical orean popular culture, called extension of the Korean Wave across ‘Korean Wave’ or simply the globe.
    [Show full text]
  • Illocutionary Acts in the Headlines and Slogans of Beauty Product Advertisements
    ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS A THESIS Presented as Partial Fulfillment of the Requirements for the Attainment of a Sarjana Sastra Degree in English Literature Study Program MELIANA MUSTOFA 12211141004 ENGLISH LITERATURE STUDY PROGRAM ENGLISH EDUCATION DEPARTMENT FACULTY OF LANGUAGES AND ARTS YOGYAKARTA STATE UNIVERSITY 2017 APPROVAL ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS A THESIS By: Meliana Mustofa 12211141004 Approved on July 17, 2017 By: First Supervisor, Second Supervisor, Susana Widyastuti, Ph.D. Paulus Kurnianta, M.Hum. NIP. 19780228 200501 2 001 NIP. 19720622 200501 1 001 ii RATIFICATION SHEET iii PERNYATAAN Yang bertanda tangan di bawah ini, saya Nama : Meliana Mustofa NIM : 12211141004 Program Studi : Bahasa dan Sastra Inggris Fakultas : Bahasa dan Seni Fakultas Negeri Yogyakarta Judul Skripsi : Illocutionary Acts in the Headlines and Slogans of Beauty Product Advertisements menyatakan bahwa karya ilmiah ini adalah hasil pekerjaan sendiri. Sepanjang pengetahuan saya, karya ilmiah ini tidak berisi materi yang ditulis oleh orang lain, kecuali bagian-bagian tertentu yang saya ambil sebagai contoh acuan dengan mengikuti tatacara dan etika penulisan karya ilmiah yang lazim. Apabila ternyata terbukti bahwa pernyataan ini tidak benar, hal itu sepenuhnya menjadi tanggung jawab saya. Yogyakarta, 26 Juni 2017 Penulis, Meliana Mustofa iv MOTTO “Act like a lady, think like a boss.” ~ESQA~ “Do not rush thing. When the time is right, it will happen.” ~Unknown~ v DEDICATION This thesis is fully dedicated to Mama, Bapak, sister, and little brother who have been my top supporters. vi ACKNOWLEDGEMENTS First of all, I would like to thank Allah SWT, the Almighty to whom I believe in.
    [Show full text]
  • PDF Download
    Amorepacific Group Sustainability Report CEO Message Amorepacific Group’s ten-year journey of sustainability management is the representation of our long-time commitment and devotion to creating “A MORE Beautiful World” with society. First of all, we will help our customers build a sustainable lifestyle “Amorepacific Group will continue its journey by closely studying the environmental and social impact of their consumption activities. toward becoming a ‘Great Brand Company’ By raising awareness of the environmental and social impact of consumption, Amorepacific Group wants to create a sustainable lifestyle throughout society. From product planning to production, sales and disposal, we want our products to that is building a beautiful future for humanity exert a positive influence on the environment and society. To that end, we will establish principles and strategies to develop sustainable products. Moreover, we will enhance sustainability in our offline stores and all other points where we connect by communicating with society with an open-heart.” with our customers, while providing our stakeholders with various opportunities to participate in sustainable consumption. Second, we will pursue inclusive growth with our employees, business partners and local communities. Amorepacific Group makes diverse efforts to grow together with all social and economic actors that compose the corporate ecosystem. We will pursue inclusive growth by creating an efficient work environment where our employees can find the Dear valued stakeholders, balance
    [Show full text]
  • Amorepacific (090430 KS/Buy)
    Amorepacific (090430 KS/Buy) Mid/long-term strategy raises prospects of Cosmetics overseas growth During its 2014 Analyst Day, Amorepacific unveiled its mid/long-term roadmap, Event Summary focusing on the brand Innisfree October 16, 2014 By 2020, management expects Innisfree revenue and operating profit to reach W1.5tr and W200bn, respectively; Total number of stores in China to rise to 800 Detailed strategies for core brands raise prospects of growth in Asia, including China Daewoo Securities CCo.,o., Ltd. Maintain Buy and target price of W2,900,000; Our top pick in cosmetics [Hotel/Leisure, Cosmetics, Fashion] Regina Hahm Amorepacific announces mid/long-term strategy at 2014 Analyst Day +822-768-4172 [email protected] (1) Innisfree to emerge as a key driver of mid/long-term growth Amorepacific hosted its 2014 Analyst Day on October 15 th , outlining a mid/long-term business strategy focused on its brand Innisfree. Despite the domestic cosmetics market’s slowing growth trend overall, Innisfree has continuously gained market share on the back of its superior strategy and higher product quality. Beginning this year, Innisfree has been expanding its presence in Asia (including in China), positioning itself as a key driver of Amorepacific’s mid- to long-term growth. (2) Management expects 57% of Innisfree’s revenue to come from abroad by 2020 Management aims to raise Innisfree’s revenue to W1.5tr by 2020, 57% of which it expects to come from outside Korea. Over the long term, the company will focus on maintaining solid growth domestically, while aggressively expanding in key overseas markets.
    [Show full text]
  • Exhibitor & Exhibit Information of the Third China International Import Expo
    Exhibitor & Exhibit Information of the Third China International Import Expo General No. 5 Consumer Goods (No.1) , ii Notice for Reading Dear readers and users of the Exhibitor and Exhibit Information of the Third China International Import Expo, On the basis that exhibitors volunteer to provide relevant information, the China International Import Expo Bureau (hereinafter referred to as the "CIIE Bureau") compiles, not for profit, and freely provides the Exhibitor and Exhibit Information of the Third China International Import Expo (CIIE) (hereinafter referred to the Exhibitor and Exhibit Information) in order to timely provide buyers and relevant units with information about the exhibitors and their exhibits and facilitate the matchmaking and negotiation before the CIIE. The information on relevant exhibitors, their commodities or services has been provided by corresponding exhibitors of the third CIIE. Meanwhile, such exhibitors will be liable for the truthfulness, accuracy, and validity of what they have provided. The CIIE Bureau just collects, arranges, and releases relevant information. When you read or use the Exhibitor and Exhibit Information, please contact the CIIE Bureau timely if any untruthful or unfaithful information is found, for prompt verification and correction. If any suspected illegal condition is found, relevant legal provisions can be referred to for disposal or please immediately contact the CIIE Bureau and we will remind relevant units for rectification. It is hereby declared. Contact: [email protected] China International
    [Show full text]
  • AMOREPACIFIC Corporation 3Q 2019 Earnings Release
    AMOREPACIFIC Corporation 3Q 2019 Earnings Release 1. 3Q YTD 2019 Earnings Summary 2. 3Q 2019 Earnings Summary 3. Domestic Business 4. Overseas Business 5. Financial Summary As a note, it is suggested to use this material only as a reference, as it contains information and data that are subject to changes without prior notice due to uncertainties, changes in the organizational structure, redefinition of accounting policies, etc., and may cause the actual results to differ from thosestated or implied in this material. 3Q 1 2019 ㅣ 3Q YTD 2019 Earnings Summary Revenue up 4.8% to KRW 4.2 trillion, Operating Profit down 16.6% to KRW 381.9 billion Revenue & Operating Profit by Division Unit: KRW bn 3Q YTD 2018 % of Revenue 3Q YTD 2019 % of Revenue YoY(%) Revenue 4,053.7 100.0 4,246.5 100.0 4.8 Domestic 2,658.3 65.6 2,763.3 65.1 4.0 Cosmetics 2,238.5 55.2 2,341.1 55.1 4.6 DailyBeauty & Osulloc 419.8 10.4 422.2 9.9 0.6 Overseas 1,424.8 35.1 1,520.5 35.8 6.7 Others* -29.4 -37.3 3Q YTD 2018 OPM(%) 3Q YTD 2019 OPM(%) YoY(%) Operating Profit 458.2 11.3 381.9 9.0 -16.6 Domestic 299.1 11.3 285.9 10.3 -4.4 Cosmetics 281.1 12.6 267.5 11.4 -4.8 DailyBeauty & Osulloc 18.0 4.3 18.4 4.4 2.3 Overseas 153.2 10.7 100.8 6.6 -34.2 Others* 6.0 -4.8 Net Profit 334.4 8.2 281.6 6.6 -15.8 Others* : Intercompany Transaction 3Q 2 2019 ㅣ 3Q 2019 Earnings Summary Revenue up 9.7% to KRW 1.4 trillion, Operating Profit up 40.6% to KRW 107.5 billion Revenue & Operating Profit by Division Unit: KRW bn 2018 3Q % of Revenue 2019 3Q % of Revenue YoY(%) Revenue 1,278.4 100.0 1,402.0
    [Show full text]
  • STOREDITS SKIN CARE, MAKE-UP and COSMETICS
    STOREDITS SKIN CARE, MAKE-UP and COSMETICS A research report by the Shop! Global Network Sponsored by Platinum sponsor Prepared by Gold sponsors STOREDITS SKIN CARE, MAKE-UP and COSMETICS Storedits Letter from Todd Our goal at Shop! Environments We hope you find this comprehensive Association is to provide retailers and report helpful as you collaborate and brands with fresh ideas to meet their build alliances with retailers in this customers’ untapped needs by using competitive market. Shop! member products and services. “Collaboration & Alliances” is one of If you have questions about this or six vital retail trends we’ve identified other Shop! research reports, feel as necessary to thrive in today’s free to reach out to me (tdittman@ challenging retail environment. shopassociation.org) or Madeline Baumgartner, Director of Education This research project underscores & Research, at mbaumgartner@ how strong alliances among our Shop! shopassociation.org. Global Network members can result in A special thank you to the creation of an essential tool for the Thank you! our sponsors WestRock, industry at large. Storedits (stor-ditz) Duraco and Hera Lighting is an analytical qualitative survey of for their ongoing support retail space conducted by the Shop! of the Storedits program. Global Network. For several years, this We also thank the staff study has been identifying how POP Todd Dittman, at POPAI UK & Ireland displays are being deployed in different Executive Director Shop! for managing the project, categories and retail channels across providing analysis and the world. This year, it was expanded writing the report, as well throughout North America and covers as other members of the the explosive market of skin care and make-up/cosmetics.
    [Show full text]
  • The Annual Report on the World's Most Valuable Cosmetics Brands April 2017
    Cosmetics 50 2017 The annual report on the world’s most valuable cosmetics brands April 2017 Foreword Contents steady downward spiral of poor communication, Foreword 2 wasted resources and a negative impact on the bottom line. Definitions 4 Methodology 6 Brand Finance bridges the gap between the marketing and financial worlds. Our teams have Executive Summary 8 experience across a wide range of disciplines from market research and visual identity to tax and Full Table 12 accounting. We understand the importance of design, advertising and marketing, but we also Understand Your Brand’s Value 13 believe that the ultimate and overriding purpose of How We Can Help 14 brands is to make money. That is why we connect brands to the bottom line. Contact Details 15 By valuing brands, we provide a mutually intelligible language for marketers and finance teams. David Haigh, CEO, Brand Finance Marketers then have the ability to communicate the What is the purpose of a strong brand; to attract significance of what they do and boards can use customers, to build loyalty, to motivate staff? All the information to chart a course that maximises true, but for a commercial brand at least, the first profits. answer must always be ‘to make money’. Without knowing the precise, financial value of an asset, how can you know if you are maximising your Huge investments are made in the design, launch returns? If you are intending to license a brand, how and ongoing promotion of brands. Given their can you know you are getting a fair price? If you are potential financial value, this makes sense.
    [Show full text]
  • AMOREPACIFIC Corporation 1Q 2015 Earnings Release
    AMOREPACIFIC Corporation 1Q 2015 Earnings Release 1 1Q 2015 Earnings Summary 2 Domestic Business 2-1 Cosmetics 2-2 Mass & Sulloc 3 Overseas Business 4 Financial Summary As a note, it is suggested to use this material only as a reference, as it contains information and data that are subject to changes without prior notice due to uncertainties, changes in the organizational structure, redefinition of accounting policies, etc., and may cause the actual results to differ from those stated or implied in this material. AMOREPACIFIC Corp. has adopted the K-IFRS since 2011. 1Q 1 2015 ㅣ 1Q 2015 Earnings Summary Sales up 29.2% to KRW 1,204.4bn, OP up 58.2% to KRW 278.0bn Sales & OP by Division KRW bn 1Q 2014 % of sales 1Q 2015 % of sales YoY(%) Sales 931.8 100.0% 1,204.4 100.0% 29.2% Domestic 739.5 79.4% 935.0 77.6% 26.4% Cosmetics 607.6 65.2% 796.2 66.1% 31.0% Mass & Sulloc 131.9 14.2% 138.8 11.5% 5.3% Overseas 192.4 20.6% 269.3 22.4% 40.0% 1Q 2014 OPM 1Q 2015 OPM YoY(%) Operating Profit 175.7 18.9% 278.0 23.1% 58.2% Domestic 152.0 20.6% 223.5 23.9% 47.0% Cosmetics 135.5 22.3% 202.1 25.4% 49.2% Mass & Sulloc 16.6 12.6% 21.4 15.4% 29.3% Overseas 23.7 12.3% 54.5 20.2% 130.1% Net Profit 122.9 13.2% 211.5 17.6% 72.0% 1Q 2 2015 ㅣ Domestic Business : Cosmetics Luxury Door-to-door : Sales growth delivered by improved channel visibility and increased sell-through to customers Sales 796.2 13.4 -Increased sales of luxury skincare and major make-up products 31.0% -Continued quality growth by increased productivity resulting from strengthened sales ladies' capacity Dep.
    [Show full text]
  • The Causes and Effects of Korean Pop Culture on Vietnamese Consumer Behavior
    THE CAUSES AND EFFECTS OF KOREAN POP CULTURE ON VIETNAMESE CONSUMER BEHAVIOR BY MISS THUY ANH DINH A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS (ASIA PACIFIC STUDIES) COLLEGE OF INTERDISCIPLINARY STUDIES THAMMASAT UNIVERSITY ACADEMIC YEAR 2016 COPYRIGHT OF THAMMASAT UNIVERSITY THE CAUSES AND EFFECTS OF KOREAN POP CULTURE ON VIETNAMESE CONSUMER BEHAVIOR BY MISS THUY ANH DINH A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS (ASIA PACIFIC STUDIES) COLLEGE OF INTERDISCIPLINARY STUDIES THAMMASAT UNIVERSITY ACADEMIC YEAR 2016 COPYRIGHT OF THAMMASAT UNIVERSITY (1) Thesis Title THE CAUSES AND EFFECTS OF KOREAN POP CULTURE ON VIETNAMESE CONSUMER BEHAVIOR Author Miss Thuy Anh Dinh Degree Master of Arts (Asia Pacific Studies) Major Field/Faculty/University College of Interdisciplinary Studies Thammasat University Thesis Advisor Associate Prof. Chanin Mephokee, Ph.D. Academic Year 2016 ABSTRACT This study aims to explain the influence of Korean Wave on Vietnamese consumer behavior, as well as demonstrate the role of Korean government in promoting this phenomenon worldwide. The scope of the study is limited to two aspects of Korean Wave – dramas and music, and consumer behaviors toward Korean cosmetics and language courses. It would like to examine the difference of expenditure on these products among various groups of consumer. By applying the theoretical framework of Pop Culture and Consumer Behavior, the research will analyze the spending patterns among students of two universities through a questionnaire that was conducted July 2016 in Hanoi – the capital of Vietnam. The major findings of the study indicated that, overall, different groups of respondents will spend differently on Korean cosmetics versus studying Korean language; and external factors including the time of experience of urban lifestyle, and the length of exposure to Korean Wave will also have influence.
    [Show full text]
  • AMOREPACIFIC Group, Inc. and Subsidiaries Consolidated Financial Statements December 31, 2018 and 2017
    AMOREPACIFIC Group, Inc. and Subsidiaries Consolidated Financial Statements December 31, 2018 and 2017 AMOREPACIFIC Group, Inc. and Subsidiaries Index December 31, 2018 and 2017 Page(s) Independent Auditor’s Report…......................................................................................1 – 3 Consolidated Financial Statements Consolidated Statements of Financial Position........................................................................4 Consolidated Statements of Comprehensive Income…...........................................................5 Consolidated Statements of Changes in Equity…....................................................................6 Consolidated Statements of Cash Flows…..............................................................................7 Notes to the Consolidated Financial Statements….......................................................... 8 – 88 Independent Auditor’s Report (English Translation of a Report Originally Issued in Korean) To the Board of Directors and Shareholders of AMOREPACIFIC Group, Inc. Opinion We have audited the accompanying consolidated financial statements of AMOREPACIFIC Group, Inc. and its subsidiaries (collectively referred to as the "Group"), which comprise the consolidated statements of financial position as at December 31, 2018 and 2017, and the consolidated statements of comprehensive income, consolidated statements of changes in equity and consolidated statements of cash flows for the years then ended, and notes to the consolidated financial statements,
    [Show full text]
  • Creating a Beautiful Life
    Creating a Beautiful life 2015 AMOREPACIFIC Group Sustainability Report 2015 AMOREPACIFIC Group Creating a Beautiful Life Sustainability Report 70 Years of Journey Brand Portfolio 06 2015 Highlight Materiality Analysis 42 Beautiful Journey over the Last 70 Years 16 Global Growth 44 Key Performances from 2015 18 Leading Innovation and Digitalization in Beauty 49 Towards a More Beautiful Future 19 Sustainable Products and Value-Based Consumption 55 Mutual Growth with partners 59 1 3 Social Contribution and Local Community Engagement 64 Corporate Overview CEO Message 24 Sustainability AMOREPACIFIC 70 AP WAY 26 Performance innisfree 99 Corporate Vision 27 ETUDE 103 Sustainability Management System 28 eSpoir 105 Worldwide Business 30 AMOS professional 107 Financial Performance 32 AESTURA 110 2 Governance Structure 35 4 O'sulloc farm 112 Risk Management 37 Ethical Management 39 Appendix Independent Assurance Report 115 Verification Statement GHG Inventory 117 GRI G4 Index 119 5 About This Report 123 2 3 Beauty Making the World 1 More Beautiful 70 Years of Journey Our 70 years of history is a history of Korea’s cosmetic industry. Since its establishment in 1945, the AMOREPACIFIC group - Brand Portfolio is a global leader presenting a new beauty paradigm of our time - Beautiful Journey over the Last 70 Years through continuous commitment to innovation and focus on - Key Performances from 2015 - Towards a More Beautiful Future research and development. AMOREPACIFIC Group’s each brand is the fruit of our endless innovations and commitment to sharing more beautiful values with our customers and stakeholders. We are continuing our efforts to transform the world through beauty.
    [Show full text]